RIDE ON Shred Fest launching December 4–6, 2026, Hochfügen, Zillertal.
RIDE ON Shred Fest is a brand new consumer event launching December 4–6 in Hochfügen, Zillertal. Put together by Muck Müller, the organiser of the b2b Shops 1st try event, this new event will offer many of the same benefits but to consumer’s, giving them a new opportunity to meet brands face to face and test the latest kit.
What was the thinking behind the launch of Ride On?
Two things came together at the same time. We kept hearing from the industry that there was a real need for a strong consumer event backed by snowboarding as a whole. And on the other side, we were getting more and more requests from consumers asking whether they could come to SHOPS 1st TRY. But that’s a B2B format, so the answer had to be no and turning people away without having a proper alternative to point them to didn’t feel right.
So the idea was essentially to take the spirit of SHOPS 1st TRY and open it up to a broader audience. RIDE ON is, in that sense, a SHOPS 1st TRY for everyone, a format that brings testing, culture and community into one place. A real season kick-off that the entire industry owns together, not something driven by a single brand or a single agenda.
Organisers Bjorn, Cepten and Muck
Can you give us an overview of the event?
RIDE ON Shred Fest takes place December 4–6, 2026, in Hochfügen, Zillertal. The concept is built around three pillars: test, connect, celebrate. At the core is Europe’s largest consumer snowboard test — an outdoor demo area where visitors can ride boards, bindings, boots, goggles and protective gear, with direct gondola access so product changes are fast and easy. Alongside that runs an indoor exhibition area of 1,000 m² where brands can present their product world in a proper setting. Connecting the two is the Plaza with food trucks, bars, coffee, the social heartbeat of the event. And after the lifts close, the whole thing transitions into the After Shred party. We’re also integrating guided freeride tours, avalanche awareness sessions, stage talks, and content creator formats throughout the weekend. It’s a full programme, from first chair to last call.
Brands,brands,brands
What will be the major highlights of the three days?
The on-snow testing is the center piece, that’s what gets people to the Ride On. But what makes those three days genuinely special is the combination around it. We’ll have shaped side hits, a banked run and a small snowpark on the mountain, plus guided freeride tours and avalanche transceiver refresher sessions. Brands can run their own activations under their own name such as guided ride-outs, ride-with-pros sessions, carving clinics, kids’ rides, we will handle the registration and communication, they run the activity. In the indoor area there’ll be stage talks, expert presentations and a meet-the-media area. And the After Shred party on Friday and Saturday evening keeps the energy going. The goal is that there’s always something happening, whatever kind of rider or visitor you are.
Testing
How is Ride On different from other consumer snow events?
A few things genuinely set it apart. First, everything is in one place, lift access, demo area, indoor exhibition and the Plaza are all right next to each other. No shuttling between venues, no dead time. Guests stay inside the event, and brands stay visible throughout. Second, there are no on-site sales. That’s a deliberate decision. RIDE ON is a test and experience platform, guests ride the gear, form their opinions, and buy afterwards through the usual channels, ideally through their local shop. That keeps retail in its rightful place and means brands are building desirability rather than competing with their own stockists. Third, it’s industry-backed rather than brand-driven. The credibility of RIDE ON comes from the fact that it belongs to the whole scene, brands, shops, associations, media and coaches, not just to one marketing budget. And fourth, it’s a fixed date. First weekend of December, same location, every year. That recurring anchor is something the industry has been missing.
Families welcome
Who is the team behind the event?
RIDE ON is a munchie Konsilium project, developed on behalf of the European snowboard industry. We’re a small, focused team with deep roots in the industry, and we work in close collaboration with our location partners Hochfügen, Fügen-Kaltenbach and Zillertal Tourism, who bring their own infrastructure, reach and communication channels to the table. The event management system we use is CANDY, which handles digital guest registration, lead capture and brand reporting. Beyond that, we’re building the programme together with the brands, media partners, coaches and scene players who are part of RIDE ON from day one.
Celebrities
Why was Hochfügen chosen as the home of the event?
Hochfügen is genuinely the right place for this format, and it’s not just about the mountain. We can rely on our partners from the Hochfügen Ski resort and Tourism Fügen-Kaltenbach. We have a cool releationship with them, and our talks are based on trust, loaded with new ideas and positive energy. A big plus at this ski resort is the infrastructure at the venue, it is exceptional for an event of this kind, the gondolas, the outdoor space and the heated indoor hall are all directly adjacent. You can test a board, ride it, come back, swap it out and go again without wasting time walking between zones. The resort also sits between 1,500 and 2,500 metres, which gives reliable early-season snow conditions. And Fügen in the valley is very well connected just 90 minutes from Munich, 45 from Innsbruck, good rail links. For a pan-European event trying to pull visitors from Austria, Germany, Switzerland, Italy, the Benelux, Eastern Europe and the UK, that accessibility really matters.
The outdoor brand village
Why was December 4th–6th chosen as the dates?
The first weekend of December is when the snowboard community is most ready for winter — emotionally, practically, commercially. The purchase intent is at its highest right then. People want to know what they’re buying this season, what’s changed, what’s worth riding. That’s exactly the moment we want to be present. Hochfügen also opens its season at that point, so the timing aligns naturally. And by fixing it as a recurring annual date, RIDE ON can build recognition year over year. A clear kick-off the whole industry knows and plans around,that’s something worth building.
Organisers Crew
How will the event be promoted?
Communication runs across several channels simultaneously. Our location partners Hochfügen, Fügen-Kaltenbach and Zillertal Tourism all have strong reach of their own and will actively promote RIDE ON through their channels. The social media campaign runs through Q3 and Q4, with organic content and paid campaigns, supported by scene influencers, pros and content creators. We’re also activating the SHOPS 1st TRY retail network across Europe, shops in Austria, Germany, Switzerland, Italy, BeNeLux, the UK and Eastern Europe are being approached to either organise group trips or actively recommend the event to their customers. Media and creator partners get a free presence at the Meet the Media area in exchange for editorial and social coverage. We’re also planning on-air partnerships and editorial placements in mainstream media through Zillertal Tourism, and we’ll have a physical presence at relevant events in the run-up including the Longboard Classic, Freeride Film Festival, Rock A Rail, Hintertux Opening and others.
Indoor area
Who should attend the event?
On the consumer side, RIDE ON is for everyone who rides or wants to ride, beginners, experienced riders, shop groups, crews, families. The clear focus is on active winter sports enthusiasts with genuine purchase intent: people who want to test, compare and make informed buying decisions before the season kicks off. Communication runs in both German and English, and the pan-European retail activation means we’re reaching well beyond the Austrian market. For the industry — brands, retailers, media, coaches, associations — this is the season opener worth being at. If you want direct access to your target audience at exactly the right moment, in a format they trust, this is where you need to be.
Nightime parties
Why should brands support the event?
Because this is a rare format that actually solves several problems at once. Over three days, brands have real conversations with real riders, with on-snow interaction, direct feedback and genuine connection. It’s a great chance for brands to communicate directly with their core consumers. Introducing new products alongside their brand campaigns at the indoor booth, in combination with the test area, creates a perfect boost at the beginning of the season and right before the Christmas sales period.
Every guest registers digitally, so if you’re providing test products you receive a full lead report of everyone who rode your gear, including the specific models. That’s qualified data, not guesswork. Beyond the direct consumer value, RIDE ON is also a smart logistical opportunity. Early December in Hochfügen can serve as a hub for sales meetings with distributors, retailer order appointments, team sessions and start-of-season content production — all concentrated in one trip. For brands already doing demo events across the season, RIDE ON can consolidate a significant part of that activity in one highly efficient moment. And for those who want more than a booth — title partnerships, theme partnerships, activations — there’s real scope to shape the format together. RIDE ON is new, but it’s built to last. Getting in from day one matters.
More Fun
The event is still months away, where do things stand right now, and what’s the momentum like?
Honestly, better than we expected. We sent the concept out and within ten days had 35 brands confirmed. But it’s not just the number, it’s the mix. Hardware, bindings, boots, outerwear, goggles, protection, accessories, the full spectrum is represented. The confirmed brands so far: Amplid, Amplifi, Anon, Arbor, Armada, Äsmo, Bataleon, Bliz, BOA, Burton, Capita, Clew, Deeluxe, Flux, Horsefeathers, Jones, K2, Karakoram, Never Summer, Nidecker, Nitro, Oakley, Phieres, Pow Gloves, Public, Remind Insoles, Ride, Rome, Signal, Slash, SP Bindings, thirtytwo, Union, Xion PG and YES. That list tells you something. RIDE ON is relevant across the whole spectrum of the industry, and that’s exactly what we were hoping for.
On the consumer side, things are already moving too. All 700 participants at the Longboard Classic in Stuben went home with a RIDE ON flyer in their pocket, so word is getting out well ahead of the season.
The Early Bird discount,10% off the booth fee is available until May 15th, so there are a few weeks left for brands that haven’t committed yet. After that, regular registration runs until August 15th. We’d encourage anyone still on the fence to move sooner rather than later, both for the saving and because space, particularly in the indoor area, is limited and allocated on a first come, first served basis.
The foundation is solid. Now it’s about building the full programme around it and making sure December 4th delivers on what we are promising.
Registration and further information: rideon-shredfest.com
